How to be a better exhibitor
After the Show
The visitors have gone, the stands are dismantled. Now is the time to follow all of the new opportunities that the show has brought. You'd be amazed how many companies spend a fortune on their exhibition and then wait 6 months to contact the leads which were generated. At this point, of course, it's too late they've probably spent their money with a competitor.
De-brief the team
At the beginning of the new week, when you're back in the office, sit down with the stand staff and do an honest assessment of the show. What worked well, what didn't work so well, what can you do next time to make the show even better? It's important that you have this meeting as soon after the exhibition as possible while thoughts are still fresh in people's minds.
Measure your results
Don't just evaluate the results immediately after the show. You should conduct sales tracking at regular intervals after the event; only by doing this can you evaluate the real value of the exhibition for your business.
Follow up all contacts
Every visitor to your stand should receive a follow-up. The degree of the follow-up should depend on how you've classified them. This could range from a "thank you" email to a personal call from a senior sales director.
Contact the people that missed your stand
See if the organiser can help you obtain visitors' data. Select the ones who didn't come and see you and contact them with the message: "Sorry we didn't see you at our stand, but did you knowï?½?ï?½". You never know, you may just get a couple more leads.
Follow up all press releases
Contact members of the press who came to visit you and even those that didn't. Check if they have enough information and whether they need anything else from you.
Reserve your place at next year's show
The organiser will be keen for you to re-book for next year's event and if you get in early you can get the stand that you want.